Beyond Transparency, It’s Time to Start Maximizing Capability

Don't make fundamentally flawed decisions

A huge telescope and a business man looking out through another telescope lens that looks like a window
If transparency is no longer a differentiator, then capability is. Getty Images

Marketing investment as a percentage of sales varies significantly from brand to brand. Direct-to-consumer brands looking to gain immediate sales can find marketing costs represent more than 30% of their base, whereas more established brands may allocate between 5%-15% (P&G is famously at 11%). Increasingly, that cost is moving into areas such as ecommerce, customer experience, digital marketing and programmatic.

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@Wayne Blodwell Wayne Blodwell is the founder of The Programmatic Advisory (TPA).